The Impact of Generation Z’s Consumption Values Factors on Purchase Intention in Secondhand Goods Transaction Platforms: Based on the Mediated Effects of Trust

Abstract

Purpose This study derives core consumption value factors based on the characteristics of Generation Z, and understands the relationship between the derived factors and purchase intentions in the used trading platform. Design/Methodology/Approach The study classified the characteristics of Generation Z and used factors consistent with the characteristics of Generation Z as independent variables in the theory of consumption value. Platform trust and seller trust, which can act as trust factors in used transactions, were set as parameters, and dependent variables were set as purchase intentions. A survey was conducted on Generation Z with experience in purchasing in used transactions. Findings Generation Z values the price, durability, and practicality of products in second-hand transactions, and enjoys the pleasure of exploring products. Product reuse is seen as positive in terms of ethical consumption. In a second-hand transaction, trust in the transaction on the platform and accurate seller information delivery and prompt responses lead to product purchase. Research Implications This study is meaningful in that it presents the characteristics of Generation Z with values consistent with the consumption value theory, and in verifying the mediating effect of platform and seller trust.